WHAT DOES A DIGITAL CONTENT STRATEGIST DO?
Published: Oct 29, 2024 – The Digital Content Strategist develops and executes customer-centric content strategies for awareness and demand generation campaigns, ensuring alignment with customer journeys and business objectives. Transforms complex scientific and medical information into engaging multimedia content through collaboration with web writers, designers, videographers, and other specialists. The strategist also partners with analytics, UX, and marketing teams to optimize content performance, track KPIs, and report outcomes regularly.
A Review of Professional Skills and Functions for Digital Content Strategist
1. Digital Content Strategist Overview
- Copywriting: Write and edit concise and clear copy to increase conversions and create an excellent user experience.
- Usability Testing: Proactively work with Product Owners and Designers to conduct usability testing to optimize and iterate on content.
- Editorial Management: Own and drive an editorial calendar for the site.
- Campaign Collaboration: Work closely with Brand partners to drive content for campaigns across the site.
- Content Development: Partner with Content Publishers to develop microscopy and recommend placement for content across the site.
- Editorial Standards: Drive editorial guidelines and style and tone for the site.
- Content Services: Partner with other lines of business to provide content editing and writing services.
- User Experience Research: Work with UX to conduct user studies, A/B tests, and multivariate testing.
- Content Management: Own intake of content requests and deliver on time and within the scope of work.
- Innovation Advocacy: Champion innovative opportunities that enhance customer value by introducing, developing, or offering breakthrough content delivery.
- Team Culture: Create a culture of excellence and innovation on an agile-driven team.
2. Digital Content Strategist Details and Accountabilities
- Brand Strategy: Elevate the brand and client’s brand from a strategic digital perspective.
- Marketing Expertise: Obtain dynamic confidence with a solid understanding of branding and all facets of marketing, including research, internal and external communication strategies, and tactical execution.
- Market Research: Proactively research and stay abreast of the market and ensure content and content strategy are aligned to build on market interest and momentum.
- Data Analysis: Translate analytical data into compelling stories with strategic recommendations.
- Content Curation: Responsible for curating digital content and maintaining advanced and forward-thinking as the industry and clients evolve.
- Collaborative Brainstorming: Consistently brainstorm and collaborate with the team for new ideas and strategies for content.
- Copywriting: Write innovative copy across a wide range of industries while staying true to the voice of the brand.
- Infographic Creation: Take responsibility for ideating and creating infographics.
- Stakeholder Communication: Communicate with leadership, clients, and potential interview sources.
- Content Creation: Create concise, eye-catching, and progressive headlines and body copy.
- Digital Marketing Collaboration: Work with Digital Marketing Managers to create conversion-oriented SEO-framed blogs, social media posts, and email marketing campaigns.
3. Digital Content Strategist Essential Functions
- Strategic Development: Developing strategies combining a data-driven and creative approach to solve client problems.
- Campaign Evaluation: Evaluating campaign success on an ongoing basis and identifying opportunities to scale successes or shift in a new direction based on results and new opportunities.
- Collaboration: Collaborating with digital strategists, account management, and department directors daily.
- Brand Optimization: Developing and optimizing strategies for Hurrdat and its owned brands including Hail Varsity, Local Search Fuel, and Hurrdat Films.
- Technology Assessment: Evaluating technology, tools, and software that can aid in campaign success and agency efficiencies.
- Service Review: Ongoing review of new and existing services offered by the agency to optimize for client success and efficiency.
- Client Reporting: Ensuring reporting from the agency properly tells clients both the stories for success and areas of additional opportunity.
- Client Interaction: Regularly interface directly with prospective and existing clients.
- Team Management: Assist the Agency Director and others in the management of areas of opportunity within teams and from individual team members.
- Thought Leadership: Play a thought-leader role by sharing knowledge and best practices with both internal and external teams.
- Content Innovation: Continually identify ways to innovate content creation and distribution.
4. Digital Content Strategist Role Purpose
- Content Strategy: Own and drive content strategy for the company website.
- Digital Ecosystem Support: Support the MassMutual digital ecosystem and understand how customers interact with different businesses to glean insights on which touchpoints are most effective as conversion tools.
- Stakeholder Consensus: Build stakeholder consensus by understanding the stakeholder's point of view and establishing a strong, open line of honest communication.
- User Experience Design: Create a cohesive user experience as users interact with businesses across the main and subdomains.
- Voice Consistency: Ensure a consistent voice across all MassMutual online properties while adjusting tone and style where appropriate.
- Content Engagement: Recommend new and engaging ways of showcasing content for users using a personalized approach to the delivery of this content.
- Social Media Planning: Develop social media content plans that are consistent with the Company’s brand identity.
- Lead Generation Understanding: Understand the foundations of lead generation campaigns.
- Content Optimization: Continuously monitor and suggest improvements for optimizing the website content journey.
- Analytics Collaboration: Work closely with the Digital Marketing Manager to utilize analytics tools to monitor and evaluate social media and digital presence and performance.
- User Experience Improvement: Work with Product Owners, Clients, and Designers to identify pain points and common barriers that stop users from taking the next right step, and then implement holistic solutions to support a better user experience.
5. Digital Content Strategist Key Accountabilities
- Content Strategy: Lead and own a customer-centric content strategy for key awareness and demand generation campaigns.
- Customer Journey Mapping: Develop customer journey maps in collaboration with the Digital Campaign Strategist.
- Personalized Marketing: Create segmented and personalized content marketing plans aligned to the customer journey.
- Content Ideation: Generate ideas – independently and with team members to turn scientific/medical information and data into engaging content (e.g., whitepapers, infographics, videos) that meets business objectives and KPIs, including peer-to-peer engagement and demand generation.
- Storyboard Development: Develop storyboards for various content elements, including video and animation.
- Content Translation: Translate existing content into new content opportunities across digital channels.
- Tactical Planning: Drive tactical content plans working with Web Writers, Visual Designers, Videographers, Producers, and other content specialists.
- Content Guidelines Management: Plan, document, and maintain content guidelines while educating others on best practices and trends for campaigns.
- UX Collaboration: Partner with UX, visual design, and digital production teams to continually review site structures and nomenclature to ensure the most intuitive presentation of content for customers.
- Analytics Partnership: Partner with analytics resources and the sales operations team to show the value of content marketing and provide a regular cadence of reports.
- Cross-Functional Relationship Management: Build, activate, and manage cross-functional relationships with marketing and communications, Digital, Analytics, UX/Design, MarTech, IT, and others.